CMA Unveils Measures to Enhance Google Search Services in UK

The Competition and Markets Authority (CMA) has announced new measures aimed at enhancing Google Search services in the UK. These initiatives seek to empower both businesses and consumers, allowing for informed choices while using Google’s search platform.

CMA’s Proposed Measures for Google Search Services

Google dominates the search engine market in the UK, handling over 90% of general search queries. In 2022, more than 200,000 UK firms collectively invested over £10 billion in Google’s search advertising. Given its significant role in the economy, fostering fair competition in this space is essential.

Strategic Market Status and Proposed Requirements

In October 2025, the CMA designated Google with strategic market status (SMS) concerning its search services. This designation allows the CMA to propose targeted conduct requirements designed to enhance fairness, transparency, and innovation.

Key Conduct Requirements Under Consultation

• Publisher Controls: Content publishers will gain more control over their materials. They can opt out of having their content used to power Google’s AI features.
• Fair Ranking: Google must ensure that its ranking methods for search results are fair and transparent, including mechanisms for addressing grievances.
• Choice Screens: Users will have easier options to select their preferred search services through mandatory default choice screens on Android devices and within the Chrome browser.
• Data Portability: Enhanced data portability will allow users and businesses to better utilize search data from Google.

Statements from CMA Leadership

Sarah Cardell, the Chief Executive of the CMA, emphasized the significance of these proposed requirements. She stated that they aim to provide UK businesses and consumers with greater control over their interactions with Google, fostering innovation across the tech sector and ensuring content publishers, especially news organizations, receive fair treatment.

Consultation and Next Steps

The CMA is seeking feedback on these proposals until 25 February 2026. Following this consultation period, the CMA will make a final decision based on the feedback received.

Understanding Strategic Market Status

Designating a firm with SMS indicates that it possesses substantial market power in digital activities. However, it does not automatically suggest anti-competitive behavior. The CMA aims to introduce measures that promote competition, innovation, and consumer protection once a firm is designated with SMS.

For further information, interested parties can refer to the CMA’s dedicated Search page or explore additional insights shared by Will Hayter, the Executive Director for Digital Markets.